JP4350255B2 - Marketing system, method and recording medium - Google Patents

Description

[0001]
BACKGROUND OF THE INVENTION
The present invention relates to a marketing system and method for collecting information on customers and markets and executing measures based on the collected information.
[0002]
[Prior art]
In conventional marketing, information related to the purchase and use of products and services by customers is collected for a certain period, the collected information is analyzed, and measures for sales promotion are taken based on the analysis results.
[0003]
[Problems to be solved by the invention]
Marketing as described above is a batch process that performs analysis, countermeasures, etc. based on information accumulated for a predetermined period, and each process of information collection, analysis, countermeasures, etc. involves a lot of human work. Therefore, it took a long time from the start of information collection to the implementation of countermeasures.
For this reason, it has been impossible to capture the customer needs and market trends that change from time to time and take measures accordingly, and as a result, business opportunities have been missed.
[0004]
The present invention has been made in view of the above-described circumstances, and an object of the present invention is to provide a marketing system and method capable of effective marketing in response to current changes.
[0005]
[Means for Solving the Problems]
  In order to achieve the above object, a marketing system according to the first aspect of the present invention provides:
  A marketing system comprising a customer database for storing customer information,
  Campaign information storage means for storing campaign information including processing contents and execution conditions of the processing;
  Customer information storage means for acquiring customer information and storing it in the customer database;
  Knowledge information storage means for storing the cause information indicating the contents of the past event as the cause and the result information indicating the contents of the result for the event in association with each other;
  First transaction information related to transactions based on information input from outsideChange detection means for detecting changes in
  With the change detection meansThe first transaction informationDetected when a change inOf the first transaction informationCause information of past events with patterns similar to changes, Corresponding to the cause informationResult informationOf second transaction information indicated byFrom the knowledge information storage means, and detected cause information andChanges in the second transaction informationAnd based onProfit can be generated when an event similar to the change in the second transaction information occursRegistration means for registering campaign information in the campaign information storage means;
  Customer information detection means for detecting customer information of a customer that matches the execution condition of the process included in the campaign information from the customer database;
  Execution means for executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected by the customer information detection means;
  It is characterized by providing.
[0006]
The customer information includes a customer index value indicating the profitability of the customer as a numerical value,
The execution condition of the process included in the campaign information may be a condition in which a customer whose value of the customer index has changed by a predetermined range is the execution target person of the process.
[0007]
  A market database that stores market information;
Means for obtaining the market information and storing it in the market database;
The execution condition of the process included in the campaign information may be a condition in which when the market information stored in the market database has changed in a predetermined manner, a customer corresponding to the change is set as a person who executes the process .
[0013]
  The marketing method according to the second aspect of the present invention is as follows.
  A marketing method in a system including a customer database for storing customer information,
  A campaign information storage step for storing campaign information including processing contents and execution conditions of the processing;
  A customer information storage step of acquiring customer information and storing it in the customer database;
  A knowledge information storage step for storing the cause information indicating the contents of the past event as the cause and the result information indicating the contents of the result for the event in association with each other;
  First transaction information related to transactions based on information input from outsideA change detection step for detecting changes in
  In the change detection stepThe first transaction informationDetected when a change inOf the first transaction informationCause information of past events with patterns similar to changes, Corresponding to the cause informationResult informationOf second transaction information indicated byFrom the knowledge information storage step, and the detected cause information andChanges in the second transaction informationAnd based onProfit can be generated when an event similar to the change in the second transaction information occursA registration step of registering campaign information in the campaign information storage step;
  A customer information detection step of detecting customer information of a customer that matches the execution condition of the process included in the campaign information from the customer database;
  An execution step of executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected in the customer information detection step;
  It is characterized by providing.
[0021]
  A recording medium according to the third aspect of the present invention is
  A computer-readable recording medium recording a program for causing a computer including a customer database storing customer information to function as a marketing system,
  The computer,
  Campaign information storage means for storing campaign information including processing contents and execution conditions of the processing;
  Customer information storage means for acquiring customer information and storing it in the customer database;
  Knowledge information storage means for storing cause information indicating the contents of past events as causes and result information indicating the contents of results for the events in association with each other;
  First transaction information related to transactions based on information input from outsideChange detecting means for detecting a predetermined change in
  With the change detection meansThe first transaction informationDetected when a change inOf the first transaction informationCause information of past events with patterns similar to changes, Corresponding to the cause informationResult informationOf second transaction information indicated byFrom the knowledge information storage means, and detected cause information andChanges in the second transaction informationAnd based onProfit can be generated when an event similar to the change in the second transaction information occursRegistration means for registering campaign information in the campaign information storage means;
  Customer information detection means for detecting customer information of a customer matching the execution condition of the process included in the campaign information from the customer database;
  Execution means for executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected by the customer information detection means;
  Record the program to make it function as
[0025]
DETAILED DESCRIPTION OF THE INVENTION
DESCRIPTION OF THE PREFERRED EMBODIMENTS Embodiments according to the present invention will be described below with reference to the drawings, taking as an example a marketing system for telephone service subscribers.
As shown in FIG. 1, the marketing system according to the present embodiment includes a management center 1, a person-in-charge terminal 4, and a terminal 5 connected to the backbone system.
[0026]
As shown in FIG. 2, the management center 1 includes a database (DB) unit 11, a control unit 13, and a channel control unit 15.
[0027]
The DB unit 11 includes a purchase history DB 111, a usage situation DB 112, a customer value DB 113, a promotion DB 114, a knowledge information DB 115, and a product information DB 116.
[0028]
As shown in FIG. 3, for example, the purchase history DB 111 stores purchase history information (customer identification information, purchased product name, purchase date, etc.) indicating the product purchase history of each customer. This purchase history information is downloaded from the backbone system at a predetermined timing such as daily or weekly and stored in the purchase history DB 111, for example. Further, when a customer purchases a product, the corresponding purchase history information may be received by the management center 1 from the backbone system or the like in real time and stored in the purchase history DB 111.
[0029]
For example, as shown in FIG. 4, the usage status DB 112 stores usage information including service usage status of each customer, subscription service contents (service name, contract period, etc.) of each customer, and the like. This usage information is downloaded from the backbone system at a predetermined timing such as daily or weekly, and stored in the usage status DB 112. Alternatively, when the customer subscribes, changes, or cancels the service, the management center 1 may receive the corresponding usage information from the backbone system or the like in real time and store it in the usage status DB 112.
[0030]
The customer value DB 113 stores a customer value index indicating the degree of profit that each customer brings to the company. A method for calculating this customer value index will be described later.
The promotion DB 114 stores a promotion history (“campaign information” to be described later) performed for each customer.
[0031]
The knowledge information DB 115 stores knowledge information including cause information and result information. The cause information and the result information have a cause event and a result for each event. For example, cause information such as “New product XX has been released” and result information such as “User of product XX purchased new product XX” are stored in association with each other. The knowledge information may be input from the person-in-charge terminal 4, or the management center 1 may generate and register cause information and result information from the market and customer trends.
[0032]
For example, as shown in FIG. 5, the product information DB 116 stores product information (for example, product name (code), price, quantity, function, etc.) for each product or service provided by the company. This product information may be downloaded from the core system at a predetermined timing such as daily or weekly, may be acquired in real time, or may be input from the person-in-charge terminal 4. The product information DB 116 also stores product information about each product or service provided by another company, for example. The product information of other companies may also be input from the core system or the person-in-charge terminal 4 in the same manner as the product information of the company.
[0033]
The DB unit 11 has a database (not shown) that stores customer information such as an identification number, name, address, mail address, mobile phone number, and the like for each customer.
[0034]
The control unit 13 includes a design control unit 131, an execution control unit 133, a check control unit 135, and an adjustment control unit 137.
[0035]
The design control unit 131 calculates the customer value index indicating the customer status, manages “campaign information” indicating the contents of the campaign for the customer (who, when, what and in which channel) I do.
[0036]
In the calculation of the customer value index, the design control unit 131 calculates the customer value index X: Y: Z for each customer from the viewpoint of the churn probability (X), the subscription period (Y), and the net revenue (Z). Store in the customer value DB 113. Each index constituting the customer value index is expressed by, for example, a five-level evaluation, and a rank is obtained according to a predetermined method.
[0037]
Regarding the churn probability (X), for example, refer to a DB storing past customer data (for example, address, gender, age, mobile terminal used, price plan used, etc.) On the other hand, a churnist model is constructed using existing data mining techniques. Then, each node of the constructed model and the current customer are mapped, and a churn rate is given to each customer based on the result of this mapping, for example, sorted in descending order of churn rate. Then, the sorting result is divided into five stages, and the rank of the churn probability of each customer is determined.
[0038]
For the subscription period (Y), for each customer, the subscription period for the telephone service provided by the company is calculated with reference to, for example, a DB that stores the subscription time of each customer, and is sorted in ascending order of the subscription time, for example. Then, the sorting result is divided into five stages, and the rank of each customer is determined.
[0039]
For net income (Z), refer to the DB that stores the monthly net income of each customer (for example, the amount paid by the user, etc.), and calculate the cumulative net income to date for each customer. For example, sorting is performed in ascending order of accumulated amount. Then, the sorting result is divided into five stages, and the rank of each customer is determined.
[0040]
Customer value indicators are calculated when changes in external factors occur (for example, new product launches), when changes in internal factors occur (for example, when the service subscription period exceeds a specified period, etc.) It is performed at a predetermined timing.
[0041]
The customer value index is classified into 125 (= 5 × 5 × 5) segments by using a five-level index for each index “X: Y: Z” as a constituent element. Then, for example, the profitability of customers belonging to each segment is measured by using an existing method such as RFM analysis, and points (customer index values) are assigned to each segment based on the result.
[0042]
In addition, the design control unit 131 accumulates and stores the customer value index value and the calculated value of the customer index value of each customer.
[0043]
Further, the design control unit 131 manages a list of campaign information executed during a predetermined campaign period. This campaign information indicates the execution contents of the campaign for the customer as described above. For example, as shown in FIG. 6, the campaign information includes items such as execution object, execution time, activity contents, and use channel.
[0044]
The design control unit 131 reflects the result of the previous campaign in the campaign information list. That is, for the campaign information executed during the previous campaign period, information that has obtained a certain effect is registered in the list of campaign information executed this time.
For example, “automatic delivery of new service subscription notices by e-mail one month before the end of the discount service application period that the customer subscribes to” is executed during the previous campaign period. If the response rate for the campaign information is equal to or greater than the threshold, the campaign information is automatically registered in the list as campaign information to be executed in the current campaign.
[0045]
In addition to the information reflected from the previous campaign as described above, the campaign information registered in the list includes campaign information input and set from the person-in-charge terminal 4 or the like.
[0046]
In addition, the design control unit 131 has been executed in the past, the threshold value set for checking the evaluation index of this campaign, the customer index value of a good customer (how many points are recognized as a good customer) Manage the evaluation index of each campaign information.
[0047]
The execution control unit 133 performs automatic execution of campaign information based on the execution list, management of campaign history, and the like. In the automatic execution of the campaign, the execution control unit 133 refers to each information stored in the DB unit 11 according to the campaign information of the execution list managed by the design control unit 131, and Execute the specified action at the specified timing.
[0048]
An example of the campaign information to be executed is “a good customer (for example, customer index value is 1000 points), one month before the end of the discount service for which the customer is subscribed, “Automatic distribution of subscription notice to i-mode terminal”, “Enclose direct mail every time an invoice is sent to each customer”, etc.
[0049]
When executing the former of the above campaign information, the execution control unit 133 extracts the target excellent customer from the customer value DB 113, and refers to the usage status DB 112 for the application period of the extracted excellent customer subscription service and the like. For each excellent customer, at the time one month before the end of the service application period, the discount option subscription notification data is transmitted to the address of each excellent customer's i-mode terminal via the channel control unit 15. .
When executing the latter campaign information, the execution control unit 133 displays, for example, a message requesting that the direct mail is enclosed with the bill for each customer on the person-in-charge terminal 4. Further, it may be instructed by communication to enclose a direct mail to a server or the like that controls invoice transmission.
[0050]
In addition, in the case of executing the campaign information that “invite to a special sale by e-mail to a customer who has become a good customer within a predetermined period”, the execution control unit 133 stores the data in the customer value DB 113 for a predetermined period. The mail that invites the customer to the special sale is transmitted to the mail address of the customer whose customer index value exceeds 1000 points through the channel control unit 15.
[0051]
After executing the campaign, the execution control unit 133 stores, for example, campaign information executed for each customer in the promotion DB 114.
[0052]
Further, the execution control unit 133 records a customer response to the campaign as a campaign history.
Examples of the response from the customer include service subscription notification from an i-mode terminal, purchase of a product, reply of an e-mail, response from a Web browser, inquiry to a CTI (computer telephony integration) call center, and the like. Among these, responses such as mail replies, responses from the browser, and inquiries to the CTI call center are accepted online via the channel control unit 15. In addition, responses such as purchase of products and subscription of services are received as purchase history information and usage information from the backbone system or the like in real time or batch processing. The response from the customer includes, for example, a customer visit to the store. A response such as a visit to a store, for example, a customer identification number described in a direct mail brought by the customer is input from the person-in-charge terminal 4 and transmitted to the management center 1, and a response is received by the execution control unit 133. May be recorded.
[0053]
Further, the execution control unit 133 calculates and stores an evaluation index (response rate or the like) for the executed campaign information based on the response recording. As the evaluation index, in addition to the response rate, a service cancellation prevention rate, a new product purchase rate, the number of customers visiting the store, and the like may be calculated according to the purpose of the campaign.
[0054]
The check control unit 135 transmits warning information to the person-in-charge terminal 4 when the evaluation index calculated for each campaign information falls below a preset threshold value. The transmitted warning information is displayed on the person-in-charge terminal 4. The content of the warning information is that the evaluation index (for example, response rate, service churn prevention rate, etc.) has decreased.
[0055]
In addition, the check control unit 135 transmits report information including an evaluation index of each campaign information to the person-in-charge terminal 4. For example, when the campaign information having the same content is executed for different groups (for example, group A and group B), report information including an evaluation index for each group is transmitted. The transmitted report information is displayed on the person-in-charge terminal 4. The warning information on the person-in-charge terminal 4 may be displayed in a graph format, for example.
[0056]
The adjustment control unit 137 changes the setting content related to the campaign in response to a request from the person-in-charge terminal 4. Specifically, the numerical value defining a good customer is changed (for example, “customer index value is 1000 points or more” to “customer index value is 800 points or more”), the campaign information content is changed (for example, “ Change from “Present P Plan to Group A” to “Present Q Plan to Group A”, etc.), change threshold used to determine whether or not to warn (for example, change threshold Change from “60%” to “80%”).
[0057]
Further, the adjustment control unit 137 performs a simulation on the profit after changing each setting content, and transmits the result to the person-in-charge terminal 4. The transmitted simulation result is displayed on the person-in-charge terminal 4.
[0058]
The channel control unit 15 controls each channel for the management center 1 to communicate with various terminals (telephone, personal computer, mobile phone, set top box (STB), game machine, etc.) 5 and the like. In communication with the telephone, for example, communication is performed via a CTI call center.
[0059]
The person in charge terminal 4 is a terminal operated by a person in charge of marketing.
The person-in-charge terminal 4 displays a GUI-based system management screen, and accepts input for registering and changing (for example, registering campaign information) the setting contents related to the campaign on this screen.
Further, the person-in-charge terminal 4 receives and displays warning information from the management center 1 regarding campaign information whose evaluation index falls below a threshold value.
[0060]
The terminal 5 includes various devices having communication functions such as a mobile phone, a telephone, a personal computer, an STB, a game machine, etc., receives and displays data from the management center 1, and also receives responses input from customers, etc. Is transmitted to the management center 1.
[0061]
For example, when the campaign execution channel is a mobile phone or the like, the mobile phone receives data such as various services or new product information from the management center 1 and, according to the operation of the customer, Data is transmitted to the management center 1. When the campaign execution channel is a personal computer or the like, the personal computer displays a home page on which information on various services is posted in response to a request for access to a predetermined site by a customer. Then, the personal computer transmits the data (service subscription application etc.) input by the customer on the input screen of the site to the management center 1 in response to pressing of the transmission button or the like.
When the campaign execution channel is a telephone, for example, an inquiry input by a customer by push input or the like is transmitted to the management center 1 via the call center.
[0062]
Next, the campaign execution process by the management center 1 of this system is demonstrated concretely.
[0063]
First, the case where the campaign information of the content which measures with respect to a group of customers who satisfy | fill a predetermined condition is performed is demonstrated with reference to the flowchart of FIG.
For example, campaign information D1 “send new product information by e-mail to a good customer having a mobile phone when a new product of the mobile phone is announced” is registered in the campaign information execution list. To do.
[0064]
Since this campaign information D1 has an execution time condition of “when a new product of a mobile phone is announced”, the execution control unit 133 stores the product information DB 116 in a predetermined manner until information on the new product of the mobile phone is registered. Refer to each period (step S
1).
[0065]
When the execution control unit 133 detects that new product information is registered in the product information DB 116, the execution control unit 133 has a mobile phone and extracts a customer index value in order to extract customers who are “excellent customers having a mobile phone”. Is determined for all customers Cn (n = 1, 2,...), And the corresponding customers are extracted (steps S2, S3, S4, S5).
[0066]
When the customer corresponding to the condition of the campaign information D1 is extracted from all the customers, the execution control unit 133 next executes the action specified by the campaign information D1 (step S6). In this example, the customer's mail address extracted in step S 4 is read from the DB unit 11, and information on the new cellular phone is sent via the channel control unit 15.
As a result, the measure of “sending new product information of mobile phone by e-mail” can be applied to the group of “excellent customers having mobile phones”.
[0067]
Next, the case where the campaign information having the contents for implementing the measure corresponding to the change in the personal situation is executed will be described with reference to the flowchart of FIG.
For example, it is assumed that campaign information D2 “send a special service guide mail to a customer whose customer index value has changed from 1000 or more to less than 1000 points” is registered in the execution list.
[0068]
The execution control unit 133 determines whether or not all the customers Cn (n = 1, 2,...) Meet the conditions of the campaign information D2. Processing for executing the action specified by the information D2 is performed for each customer (S11, S12, S13, S14).
[0069]
Specifically, when the execution control unit 133 determines in step S11 that the processing has not yet been completed for all the customers Cn (n = 1, 2,...), First, for the customer Ci (i = 1). , It is determined whether or not the condition that “the previous customer index value is 1000 points or more and the current customer index value is less than 1000 points” is satisfied (step S12). On the other hand, an action of “send preferential service guide mail” is executed (step S13).
[0070]
Then, the flow returns to step S11 via step S14 (i count-up), and if it is determined that the processing has not been completed for all the customers Cn, “the previous customer” is set for the next customer C (i = 2). It is determined whether the condition that the index value is 1000 points or more and the current customer index value is less than 1000 points is satisfied (step S12). If the customer C2 does not meet the above condition, the flow returns to step S11 via step S14 (i count up). In this way, the above processing (steps S12, S13, S14) is repeated until it is determined in step S11 that the processing has been completed for all customers Cn.
As a result, a measure of “send special service guide mail” can be applied to “customers whose customer index value has changed from 1000 or more to less than 1000”.
[0071]
In this way, real-time promotions can be automatically executed in response to market changes, customer changes, etc., so that business opportunities can be captured without missing.
[0072]
Further, the execution control unit 133 detects a predetermined change (market change, customer change, etc.) from information stored in the DB unit 11, information input from the outside, and the like, and this time is detected from the knowledge information DB 115. You may make it search for the past event of the pattern similar to a change, and create and register the campaign information which performs the measure corresponding to it automatically.
[0073]
For example, it is assumed that the execution control unit 133 detects that information related to a reduction in the usage fee for the A service is registered in the product information DB 116. In response to this, the cause information related to the price reduction of the service usage fee is searched for the past information accumulated in the knowledge information DB 115, and the cause information that “the usage fee of the service C has been reduced” and “ The result information that “the sales of the model corresponding to the service C has doubled” is read out, and based on the information, the campaign information of “send direct mail of the model corresponding to the service A to the customer” is generated. You may make it register.
[0074]
Next, the overall flow of marketing processing by this system will be described with reference to FIG.
There are four marketing processes executed by this system: “Campaign design”, “Campaign implementation”, “Effect measurement”, and “Consideration for reflecting the results of this campaign next time”. It consists of phases. Each phase is represented in the following order as P (plan) phase, D (do) phase, C (check) phase, and A (action) phase.
[0075]
First, in the P phase, the design control unit 131 of the management center 1 manages each campaign information to be executed (P1). The campaign information to be executed includes information executed in the previous campaign and having a high evaluation index, and information newly set by the person in charge via the person-in-charge terminal 4.
[0076]
In this case, for example, “Excellent customers (customer index value of 1000 points or more) carry a message“ 5% off when re-contracting B service ”and a re-contract application form one month before the end of the B service contract period. It is assumed that campaign information D2 “send to terminal” is registered. Further, it is assumed that a threshold value “80%” of the churn prevention rate is set for this campaign information.
[0077]
Next, in the D phase, the execution control unit 133 executes each piece of campaign information according to the registered campaign information (P2).
In the execution of the campaign information D2, the execution control unit 133 extracts customers with a customer index value of “1000 points” or more by referring to the customer value DB 113, and refers to the usage status DB 112 to extract the customer's extracted values. Among them, the customer who uses the B service is specified. Then, for each identified customer, a message “5% off when re-contracting service B” and data of the re-contract application form are sent to the mobile phone of each customer via the channel control unit 15 one month before the end of the service period. Send to the terminal.
[0078]
Then, the execution control unit 133 acquires and records responses from the campaign execution target customers in real time or batch processing, and calculates an evaluation index for each campaign information. For the campaign information D2, for example, the usage information indicating the re-contract application for the service B from the customer to be executed in the campaign information D2 is extracted from the usage information acquired in real time or batch processing from the core system etc. Record and calculate the re-contract rate based on this record.
[0079]
After completion of the D phase, in the C phase, the check control unit 135 determines whether or not the calculated evaluation index falls below a set threshold for each of the campaign information executed this time (P3).
Here, for the campaign information whose evaluation index falls below the threshold value, warning information is transmitted to the person-in-charge terminal 4 to warn the person in charge (P4).
[0080]
Next, in the A phase, the contents of the campaign are reviewed based on the determination result in the C phase.
For the campaign information whose evaluation index does not fall below the threshold, it is assumed that the setting content is appropriate, for example, it is re-executed in the next campaign, and the customer value index of each customer is recalculated (P5). ).
For the campaign information whose evaluation index falls below the threshold, the contents of the campaign information are reset according to the input from the person-in-charge terminal 4 (P6). When the A phase is completed, one cycle of the marketing process is completed, and the flow moves to the P phase of the next marketing process.
[0081]
As described above, the campaign information with good results is automatically executed in the next campaign, and only the campaign information without good results needs to be reviewed. As a result, the marketing process can be almost automated and a cycle can be executed in a short period of time, so it is possible to respond to rapid changes in customer and industry trends and to capture business opportunities without missing them.
[0082]
In addition, as a result of executing certain campaign information, when the evaluation index falls below a threshold value, the control unit 13 may adjust the content of the campaign information and reset it. For example, the processing target of the campaign information to be reviewed is set as “customer in the age of 20-30”, the response from the customer in the 20s is bad, and the response from the customer in the 30s is If the result is good, the control unit 13 may adjust and reset the age of the campaign information processing target to be narrowed to “30's”. Then, necessary adjustments may be made in comparison with the evaluation index obtained in the next campaign period, and the accuracy may be improved learning.
[0083]
The present invention is not limited to the above-described marketing system for telephone service subscribers, but can be applied to marketing systems for various market fields. For example, it may be realized as a customer management system capable of grasping customer trends in a store that sells products and providing services such as selling low-priced stock to good customers.
[0084]
Note that the marketing system of the present invention can be realized using a normal computer system, not a dedicated system. For example, by installing the program from a medium (floppy disk, CD-ROM, etc.) storing a program for executing the above-described operation in a computer, the management center 1, the person-in-charge terminal 4, etc. Can be configured. Note that when the OS realizes the above functions by sharing the OS or jointly of the OS and the application, only the part other than the OS may be stored in the medium.
[0085]
It is also possible to superimpose a program on a carrier wave and distribute it via a communication network. For example, the program may be posted on a bulletin board (BBS) of a communication network and distributed via the network.
Then, the above-described processing can be executed by starting this program and executing it in the same manner as other application programs under the control of the OS.
[0086]
【The invention's effect】
As described above, according to the present invention, when a predetermined change is detected in customer information, a predetermined measure process such as sending an email to the customer is immediately performed. As a result, it is possible to realize a marketing system that can immediately respond to the trends of individual customers, and to capture business opportunities without missing them.
[Brief description of the drawings]
FIG. 1 is a system configuration diagram of a marketing system according to an embodiment of the present invention.
FIG. 2 is a diagram showing a configuration of a management center used in the marketing of FIG.
FIG. 3 is a diagram illustrating an example of a data structure of purchase history information stored in a purchase history DB.
FIG. 4 is a diagram illustrating an example of a data structure of usage information stored in a usage status DB.
FIG. 5 is a diagram illustrating an example of a data structure of product information stored in a product information DB.
FIG. 6 is a diagram illustrating an example of a data structure of campaign information.
FIG. 7 is a diagram illustrating an example of a flowchart of campaign information execution processing;
FIG. 8 is a diagram illustrating an example of a flowchart of campaign information execution processing;
FIG. 9 is a diagram for explaining an overall flow of marketing processing;
[Explanation of symbols]
1 management center
4 person in charge terminal
5 Terminal
11 DB Department
13 Control unit
15 channel controller
111 Purchase history DB
112 Usage DB
113 Customer Value DB
114 Promotion DB
115 Knowledge information DB
116 Product information DB
131 Design control unit
133 Implementation control unit
135 Check controller
137 Adjustment control unit

Claims (5)

A marketing system comprising a customer database for storing customer information,
Campaign information storage means for storing campaign information including processing contents and execution conditions of the processing;
Customer information storage means for acquiring customer information and storing it in the customer database;
Knowledge information storage means for storing the cause information indicating the contents of the past event as the cause and the result information indicating the contents of the result for the event in association with each other;
A change detecting means for detecting a change in the first transaction information related to the transaction based on information input from the outside ;
When a change in the first transaction information is detected by the change detection means, cause information of a past event having a pattern similar to the detected change in the first transaction information, and result information corresponding to the cause information Is detected from the knowledge information storage means, and based on the detected cause information and the change in the second transaction information, an event similar to the change in the second transaction information Registration means for registering in the campaign information storage means campaign information that can generate profits when
Customer information detection means for detecting customer information of a customer that matches the execution condition of the process included in the campaign information from the customer database;
Execution means for executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected by the customer information detection means;
A marketing system characterized by comprising: The customer information includes a customer index value indicating the profitability of the customer as a numerical value,
The execution condition of the process included in the campaign information is a condition in which a customer whose value of the customer index has changed by a predetermined range is the execution target person of the process.
The marketing system according to claim 1, wherein: A market database that stores market information;
Means for obtaining the market information and storing it in the market database;
The execution condition of the process included in the campaign information is a condition in which when the market information stored in the market database has changed in a predetermined manner, the customer corresponding to the change is the execution target person of the process.
The marketing system according to claim 1 or 2, characterized in that. A marketing method in a system including a customer database for storing customer information,
A campaign information storage step for storing campaign information including processing contents and execution conditions of the processing;
A customer information storage step of acquiring customer information and storing it in the customer database;
A knowledge information storage step for storing the cause information indicating the contents of the past event as the cause and the result information indicating the contents of the result for the event in association with each other;
A change detecting step for detecting a change in the first transaction information related to the transaction based on information input from the outside ;
When a change in the first transaction information is detected in the change detection step, cause information of a past event having a pattern similar to the detected change in the first transaction information, and result information corresponding to the cause information Is detected from the knowledge information storage step, and an event similar to the change in the second transaction information based on the detected cause information and the change in the second transaction information. A registration step of registering in the campaign information storage step campaign information that can generate profits when
A customer information detection step of detecting customer information of a customer that matches the execution condition of the process included in the campaign information from the customer database;
An execution step of executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected in the customer information detection step;
A marketing method comprising: A computer-readable recording medium recording a program for causing a computer including a customer database storing customer information to function as a marketing system,
The computer,
Campaign information storage means for storing campaign information including processing contents and execution conditions of the processing;
Customer information storage means for acquiring customer information and storing it in the customer database;
Knowledge information storage means for storing cause information indicating the contents of past events as causes and result information indicating the contents of results for the events in association with each other;
A change detecting means for detecting a predetermined change in the first transaction information relating to the transaction based on information input from the outside ;
When a change in the first transaction information is detected by the change detection means, cause information of a past event having a pattern similar to the detected change in the first transaction information, and result information corresponding to the cause information Is detected from the knowledge information storage means, and based on the detected cause information and the change in the second transaction information, an event similar to the change in the second transaction information Registration means for registering in the campaign information storage means campaign information that can generate profits when
Customer information detection means for detecting customer information of a customer matching the execution condition of the process included in the campaign information from the customer database;
Execution means for executing processing indicated by the processing content included in the campaign information for the customer specified by the customer information detected by the customer information detection means;
A computer-readable recording medium in which a program for functioning as a computer is recorded.

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